We are fast moving into a “video first” world.

Not only is video ubiquitous, but the sheer variety of video tools and resources is staggering. Smart phones have given us the unrivalled capacity to shoot and edit video ourselves. The use of live video on social media is predicted to reach 13% of online traffic in the next two years. Then there is the increased use of video training resources and not just video for marketing, with the exponential growth of ‘How to’ videos in recent years.

Globally 500 million hours of video is watched on YouTube every day, and 500 million hours of video on Facebook. All the benchmarks point to video being a crucial part of online marketing.

One thing is clear for 2018 – you no longer need a video

The “video first” world is forcing us to reset our thinking and to incorporate video into our digital, marketing, and training, strategy at every level. Having a video no longer cuts it. You need to be using video across the board and particularly as a comms tool.

The days are gone when you could park a video on your website and wait for viewers to come along. Social media channels have opened up the potential to engage audiences with video in creative ways.

Not only that but if you use videos to promote your charity, organisation or business you are competing with a volume of online video content that makes it extremely difficult to stand out.

How can you better engage your audience using video in 2018?

1. Create segmented videos

One thing that we have worked on in 2017 that will feature in 2018 is making promotional videos that are segmented. We have created one main video for charities and then several shorter versions and cuts that can be used on various social media channels. These segmented videos are aimed at specific audiences.

Take this approach and you will have a suite of video resources to use for a campaign with a smart approach to engaging layered audiences.

2. Choose a definite purpose

Clarity on this is essential. Why do you want to use video? What videos do you need? Don’t try to do everything in one video. Are you looking to educate, to explain, to inspire, to raise funds, to raise awareness, to sell?

The more focused you are the easier it will be to measure impact and results.

3. Devise a workable strategy

Set your objectives and KPIs. Your video is a media tool to help you achieve these. Decide on them at the start and create videos that will fulfil your aims.

As part of that plan give time and space to work out how you will distribute your videos.

4. Tell compelling stories and send clear messages

Why should anyone watch your videos? What do you have to say? Why should anyone listen?

People are used to seeing problems from a certain angle, and they are used to seeing the same images. Do something different.

Offer something that people will want to share.

5. Above all be creative

You don’t have to be original, but you do have to be creative. A lack of creativity will likely mean that you will simple blend in with the background. But use that creativity to accomplish your goals and aims.